KEBERKESANAN INSTAGRAM TERHADAP KESEDARAN JENAMA
The Effectiveness of Instagram on Brand Awareness
DOI:
https://doi.org/10.37231/apj.2020.3.SI1.233Abstract
Instagram is an application that allows photos and videos to be uploaded to the virtual world so easily. Instagram derived from the word instant and telegram was founded by Kevin Systrom and Mike Krieger in 2010. In addition to allowing photos and videos to be uploaded, Instagram also allows the sharing of photos or videos directly to Facebook, Flickr and Twitter. Because of this facility, merchants began marketing their products using Instagram to allow photos or videos of their products to be uploaded to the virtual world and witnessed by their followers. Traders hope that the frequency of uploading information through pictures and videos about the product will make their followers aware and remember the brand of their product. It is the main goal of online merchants for their brand to be noticed and mentioned always among its users. Brand awareness is the ability of consumers to recognize and recall a brand in various situations. Instagram is seen by as an effective marketing tool nowadays by online merchants to provide awareness of their brand. As such, the paper discusses the effectiveness of using Instagram and brand awareness in marketing products online to its followers. The brand under study is the Hijab Galeria brand. The research method is quantitative, namely the distribution of questionnaires online. The results of the study found that the use of Instagram affects the awareness of the Hijab Galeria brand among its users.
Keywords: Instagram, Brand Awareness, Brand Recognition, Brand Recall
References
Bevins, C. (2014). Get schooled: A visual social semiotic analysis of target’s branding using Instagram (Masters Theses, Liberty University. USA). http://digitalcommons.liberty.edu/masters/327/
Fournier, S., & Avery, J. (2011). The uninvited brand. Business Horizon, 54, 193–207.
Gustafson, T., & Chabot, B. (2007). Brand awareness. Cornell Mapel Bulletin. http:// http://www.nnyagdev.org/maplefactsheets/CMB%20105%20Brand%20Awareness.pdf
Herman, J. (n.d). How to use instagram to improve your marketing? http://maximizesocialbusiness.com/use-instagram-improve-marketing-13043/
Hird, C. (2013). Social media marketing: A best practices analysis of selected destination magazines (Bachelor Theses, California Polytechnic State University, USA): https://digitalcommons.calpoly.edu/cgi/viewcontent.cgi?article=1054&context=rptasp
Hochman, N., & Schwartz, R. (2012). Visualizing Instagram: Tracing cultural visual rhythms. Di: http://razschwartz.net/wp-content/uploads/2012/01/Instagram_ICWSM12.pdf
Instagram. (2020). About us. Di https://www.instagram.com/about/us/
Keller, K.L. (1993). Conceptualizing, measuring and managing customer- based brand equity. Journal of Marketing, 57(1), 1-22.
Kelly, N. (2012). How to measure social media. Indiana, USA: Pearson Educations USA: http://ptgmedia.pearsoncmg.com/images/9780789749857/samplepages/0789749858.pdf
Miles, J. 2014. Instagram power. McGraw-Hill Education books. USA
NapoleonCat. (2020). Instagram users in Malaysia-August 2020.: https://napoleoncat.com/stats/instagram-users-in-malaysia/2020/02#:~:text=There%20were%2011%20488%20000,group%20(4%20200%20000).
Percy, L. Rossiter, J.R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing, 9 (4). https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.4220090402
Pessala, I,. (2016). User experiences and efficiency of instagram advertising (Bachelor Theses, JAMK University of Applied Sciences, Swedish). https://www.theseus.fi/bitstream/handle/10024/116805/Pessala_Irene.pdf?sequence=1
Prashar, B., Dahir, S. and Sharma, A. (2012). Study of brand recall of consumer durables among consumers in Punjab. International Journal of Research in Commerce, IT and Mgmt., 2(7), 84-88.
Rossiter, J. R. (2014). ̳Branding‘explained: Defining and measuring brand awareness and brand attitude. Journal of Brand Management, 21(7- 8), 533-54
Sanchez, J. (2018). Instagram Marketing – Comprehensive beginners guide to learn Instagram marketing from A to Z. Colombia MD. United States. Author
Saravanakumar, M. & Lakshmi, T.S. (2012). Social media marketing. Life Science Journal, 9(4). Di: http://dems.unimib.it/corsi/817/esercitazioni/social_media_mktg.pdf
Silva, T.H., de Melo, P.O.S.V., Almeida, J.M., Salles, J. & Loureiro, A.A.F. (2013). A picture of Instagram is worth more than a thousand words: workload characterization and application. Di: https://www.researchgate.net/publication/261082706_A_Picture_of_Instagram_is_Worth_More_Than_a_Thousand_Words_Workload_Characterization_and_Application
Stephen, A. T. dan Toubia, O. 2010. ‘Deriving value from social commerce networks’. Journal of Marketing Research, 47, 2 (1), 215–228.
Downloads
Published
Issue
Section
License
Upon acceptance of an article, authors will be asked to transfer copyright. This transfer will ensure the widest possible dissemination of information. A notification will be sent to the corresponding author confirming receipt of the manuscript. If excerpts from other copyrighted works are included, the author(s) must obtain written permission from the copyright owners and credit the source(s) in the article.
